Renowned US rapper Eminem, legally known as Marshall B Mathers III, has initiated legal proceedings against Australian beachwear company Swim Shady, alleging that its name bears an uncanny resemblance to his iconic rap alias, Slim Shady. In September, Eminem’s legal team filed a petition with the US Patent and Trademark Office, urging the cancellation of the trademark granted to Swim Shady. The company is required to respond to the petition by next week, as per US law. Eminem’s attorneys argue that the Sydney-based brand has created a ‘false association’ with the rapper, potentially diluting the distinctiveness of his trademark. Swim Shady, which registered its name in September 2023 and officially launched in 2024, specializes in portable beach umbrellas, swim bags, and other beach accessories. The company has defended its intellectual property, stating it will vigorously protect its brand. Eminem has also filed an opposition to the brand’s name in Australia, where he only secured a trademark for Slim Shady in January 2025. The rapper’s legal team emphasized that the name Slim Shady has become ‘distinctive and famous,’ exclusively linked to his illustrious rap career. Swim Shady, represented by Sydney-based intellectual property firm Meyer West IP, maintains that it was founded to produce stylish and effective sun protection products tailored to Australia’s harsh climate. The legal battle echoes a similar case last year involving US pop star Katy Perry and Australian designer Katie Perry, where an Australian court ruled in favor of the local designer. Eminem’s rise to fame in 2000 with his hit single ‘The Real Slim Shady’ solidified his status as a hip-hop icon, earning him a Grammy for best rap solo performance.